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    Has the ‘memeification’ of fashion gone too far?

    Luxury brands are capitalising on pop culture moments, but it could turn fashion into a joke. From the upcoming Design issue out on July 26.

    Yes, it’s fun but the speed at which our culture shifts and sways right now means that these products will be meaningless very soon. Simon Letch

    Lauren SamsFashion editor

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    I’m still on my self-imposed shopping ban. Seven months in, I can proudly say I’ve not bought a single piece of new clothing, save for a Uniqlo beanie for my chemo-bald head. But my friend Annie is exempt. For my birthday, she bought me a T-shirt from Victoria Beckham with “My Dad Had a Rolls-Royce” written on the front. I love it.

    The T-shirt was inspired by a hilarious exchange in Beckham, the Netflix documentary about Victoria’s husband, David, where he needles Victoria into admitting that no, she didn’t grow up middle class: her father drove her to school in a Rolls-Royce.

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    Lauren Sams
    Lauren SamsFashion editorLauren Sams is the fashion editor, based in Sydney. She writes about lifestyle including the arts, entertainment, fashion and travel. Lauren has worked as a features editor and fashion journalist for ELLE, marie claire and more. Email Lauren at lauren.sams@afr.com

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